Nureyev Ballet Shoes

Film release

In September 2018, a new film was released documenting the extraordinary life of Rudolf Nureyev. Nureyev was a cultural icon and superstar, who came from humble beginnings and went on to become the most famous male dancer in the world. The new film charts his global rise and his infamous defection from Russia to the West through previously unseen footage.

The weekend before the release we worked with Borkowski to create some intrigue about the film on the streets of London – and what better way than to leave Nureyev’s signature dance shoes in key locations around London. The ballet shoes were dropped in high footfall areas near dance schools, national ballet schools, on statues and sign posts, and carried the message “He’s back!” alongside the film’s social media handle. The result – a fun and timely promotional stunt for this new biopic which was even featured in the Evening Standard.

  • Campaign to promote Nureyev the Film
  • Ambient assisted discovery campaign
  • Targeted locations across London